With the release of its newest product, Space Dunk cookies, the company behind Oreos is giving customers in India the chance to fly to space. All it takes to become the second Indian astronaut in space is to purchase and scan an Oreo Space Dunk biscuit pack, which is the most popular cookie brand in the world and in India. As an extension of a well-received worldwide campaign, this limited edition pack will be offered in stores in May and June of this year.
People around the country, young and old, are fascinated by India’s recent endeavours in space and the nation’s achievements. One fortunate Indian will get the chance to visit space on the 40th anniversary of the first Indian astronaut’s flight! With this campaign, Oreo is providing billions of Indians with an incredible opportunity to fulfil their dreams: the chance to become the next Indian in space.
When a customer scans the QR code on the limited-edition “Space Dunk” packets of space-themed cookies, they will be taken to a website where they may enter to win the opportunity to be the first person to Twist, Lick, and Dunk in space. The company is teaming up with Space Perspective to provide a chance to take a transformative six-hour trip to the edge of space aboard Spaceship Neptune, a pressurised capsule gently propelled by a SpaceBalloon. With their redesigned spaceflight experience, the winner will be able to safely take in previously unheard-of views of Earth without the need for any kind of specific training, weightlessness, or strong g-forces.
A first-class lunch and complimentary Oreo cookies, Wi-Fi, a bathroom with a spa, and the world’s first Space Lounge amenities are all waiting for the winner, who may also look forward to breathtaking vistas from the largest windows ever flown into space. Furthermore, patrons can win upscale stargazing excursions at Astroport Sariska and rare space-related experiences at a leading space facility.
Unlocking playfulness and fulfilling childhood dreams with cosmic flair
Mr. Nitin Saini, Vice President-Marketing, Mondelez India, states that the company wants to take customers to a place of excitement and innocent wonder with this campaign because the Oreo brand has always been associated with unlocking playfulness. We’ve all thought what it would be like to travel to space at some point, and he expresses his happiness that his company can give an Indian the opportunity to take this trip and take in the majesty of space.
As a child, everyone has dreamed of travelling to space, said Rajdeepak Das, Chief Creative Officer of Publicis Groupe, South Asia, and Chairman of Leo Burnett, South Asia. To make this fantasy come true, Oreo is on a quest. An equally legendary campaign was required for this genuinely “out-of-this-world” encounter. With a cosmic flavour, we have created a tale that parodies the classic Twist, Lick, and Dunk of Oreos to grab the customer’s attention.
According to Shekhar Banerjee, Chief Client Officer & Office Head, West, North & East, Wavemaker India, Oreos is taking the Twist, Lick, and Dunk tradition to even greater heights. He claims they are turning this incredible prospect into a reality by utilising cutting-edge technology and immersive experiences across media platforms. “As we prepare the country for space travel, prepare for some truly extraordinary experiences as our campaign progresses.”
In honour of the launch, Oreo is releasing an enthralling film that features the brand’s famous offering—the Twist, Lick, Dunk—on a spacewalk. Take in a dramatic yet straightforward story that adds a hint of space-age wonder to the traditional Oreo ritual. There will be components in print, travel applications, social media, and outdoor media to support the campaign.
In closing
Oreo’s Space Dunk campaign is a masterstroke in enhancing brand reputation and customer engagement. By offering an extraordinary opportunity for one lucky individual to journey to the edge of space, Oreo not only fuels the dreams of space enthusiasts but also strengthens its image as an innovative and playful brand.
This campaign celebrates the spirit of exploration and curiosity, creating a memorable connection with customers and demonstrating Oreo’s commitment to delivering unique and exciting experiences.
(Tashia Bernardus)